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Advertising: A Very Short Introduction (Very Short Introductions #234)

3.05  ·  Rating details ·  59 Ratings  ·  8 Reviews
John Wanamaker famously observed that "half the money I spend on advertising is wasted; the trouble is, I don't know which half." Indeed, though advertising is pervasive in our society, how it works (if and when it works) is not a question most of us can answer. In this Very Short Introduction, Winston Fletcher, a seasoned advertising veteran with extensive inside knowledg ...more
Paperback, 140 pages
Published July 15th 2010 by Oxford University Press, USA (first published June 1st 2010)
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Ahmad Sharabiani
Advertising: A Very Short Introduction (Very Short Introductions #234) , Winston Fletcher
عنوان: استراتژیهای تبلیغات اثربخش؛ نویسنده: وینستون فلچر؛ مترجم: علی فروزفر؛ تهران، مبلغان، 1391؛ در 164 ص، مصور، جدول، شابک: 9789642614714؛ موضوع: آگهی های تبلیغاتی قرن 21 م
Justin Evans
Jan 22, 2013 rated it liked it
Shelves: history-etc
Most VSIs are written by professors or other third-person experts. This one is written from a much more first-person perspective: Fletcher is an expert on advertising largely because he's an expert advertiser.

This makes the book interesting: I picked it up expecting a more humanities-based explanation & critique kind of thing. Instead, it's a full throated defense of advertising as a grand social good. I am not a likely audience for that view, so Fletcher did very well to even hold my atten
M. Ashraf
Sep 12, 2013 rated it liked it
Shelves: vsi
Before Reading:-
A Very Short Introduction Series, is on of the best series there is, It is written by expert authors in each field, published by Oxford Press... so it's very useful if you want to get introduced to new topics, subjects, ideas and it is very easy to read too... According to Wikipedia as of the mid of this year there is nearly 350+ title in this series :) that's a lot :) , I got hold of nearly 150+ titles :), this will took years to finish them all :) but It's better to start anywa
David Roberts
Feb 01, 2014 rated it really liked it
The book I read to research this post was Advertising A Very Short Introduction by Winston Fletcher which is a very good book. In this book there is even an ancient advertisement for a Roman brothel which is little more than a hole with an arrow and presumably was on the entrance. Advertising is almost as old as mankind although the study of advertising demographics or how well a particular advertisement works is relatively new and only started around the 1950's in America. In America they had t ...more
Nov 18, 2015 rated it really liked it
Winston Fletcher's book is a good introductory guide to anyone wondering whether they want to consider a career in advertising. It explains what an account planner is, and elaborates on what a relationship between an art director and a copy-writer is supposed to look like. Fletcher's book is also highly readable, even if its author is slightly too optimistic about the benefits advertising confers on a consumer society. Be warned, however : the book is written by an industry insider, and he does ...more
Jun 18, 2016 rated it liked it
This review has been hidden because it contains spoilers. To view it, click here.
Oct 25, 2013 rated it liked it
The good: a solid and comprehensive introduction to the advertising industry.

The bad: a pretty unapologetic apology for advertising as a medium. One might say it's an ad for ads.

The ugly: the whole section about managing creatives and what a PROBLEM they are. See also the scare quotes around any discussion of subliminal messaging or conspiracies in advertisements.

Hardly unbiased but certainly informative.
Vikas Datta
May 20, 2014 rated it really liked it
Lucid, accessible introduction to this most misunderstood art..
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“In 1759, the great lexicographer Dr Samuel Johnson wrote: ‘Advertisements are now so numerous they are very negligently perused.’ An opinion many people express to this day, without realizing its centuries-old ancestry.” 0 likes
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